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How gamification is helping brands improve their marketing strategy Share via

Gamification is a concept in digital marketing where brands use design elements of the game in a non-gaming application. The idea to implement this feature is to make your website and mobile applications more engaging and fun for your customers. If done correctly, this concept can help brand marketers to improve user engagement on their platform, increase sales, and promote high brand awareness and loyalty. Brands across various industries have been using gamified content to reach their audiences and deliver their messages efficiently. This blog will discuss the significance of gamification in a brand’s marketing strategy and how it is helping brand marketers to improve their game.

Improve User Engagement

Gamification helps marketers build an engaging and interactive campaign that is likely to improve user engagement rate. The thing with games is that it appeals to users across age groups and tempt them to explore the feature. And brands should look for ways to increase engagement as this can prove to be the foundation of a long-term relationship with the customers. In addition, the various reports suggest that when the company’s target audience looks at gamified content while browsing their website, it becomes hard for them to ignore it and end up clicking it. This whole exercise means that your brand awareness also increases, ultimately leading the company towards its goals.

Increase Conversion Rate

As users interact with the gamified content on the brand’s website or mobile app, they become an ideal candidate to positively respond to your CTA than a traditional banner ad to win the reward associated with the game. But why will they respond positively? While playing games, the user feels that they are more in control of the situation, and the brands are not trying to pull a marketing tactic on them. So, if done correctly, gamification will lead to an increase in conversion rate for the brands. Also, if there is a reward associated with the specific achievements which the user unlocks, they are more likely to use those rewards to shop on your website.

Increase Brand Loyalty

If you have managed to create interactive gamified content, in most probability, the users will continue visiting your website or mobile app to engage with the content repeatedly, to either keep up the winning streak or maintain their position on the leaderboard or to win more rewards. In any case, brand loyalty will shoot up, which is one of the aims of the brand marketers who are indulging in gamification. Once the brand loyalty increases and the user develops a likeliness for it, they are more likely to make a purchase and advocate it amongst their friends and families.

First-Party Data Collection

For any brand today, collecting user data is of utmost importance. The data enables them to strategize their marketing programs and target existing and potential new customers effectively. But gathering data is not an easy task as today’s shoppers are wary about sharing any information with brands. And with third-party cookie tracking is soon going to be phased out, brands will have no choice but to strengthen their first-party data to stay relevant. Gamification can help brands to generate first-party user data more comfortably. By allowing the users to win various rewards while playing the game, brands can more likely get the shopper to give away the potential data, which marketers can later use to target them with personalized offerings.

Affordable

Gamification may look like an expensive and time-consuming element in your marketing strategy, but in reality, it is a pretty affordable feature to implement. Experts believe that gamification saves costs for the company and saves the brand marketers time that they would spend on launching a traditional marketing campaign, which is not quite as effective.

As with any other marketing tool, gamification too comes up with its share of disadvantages. But it is for the brand marketers to understand how they can use this technique to derive the best possible results for their campaigns.  The essential aspect that brands need to keep in mind while designing their gamification strategy is that it needs to be engaging and interactive, and your consumers should have fun while playing them. And keep in mind to reward them accordingly to make your gamification strategy a success.